INTRODUCTION

Customer satisfaction has become one of many important objectives set for
product services. The satisfaction survey is becoming the primary tool of assessing this aspect of
customer care. Customer satisfaction surveys provide a snapshot of customers opinions of
ones product. One of the major goals of organizations is that customers and families will be
highly satisfied with their entire experience in their customer visit. An organizations
purpose is to measure, analyze, and report the degree to which they are meeting this goal within
their organization.
Measuring customers' experiences is coming to be seen as much more useful than
measuring just the level of customer satisfaction. In our survey we have considered the customer
satisfaction level towards Bikes.
Why Organizations Focus on Customer Satisfaction
Businesses monitor customer satisfaction in order to determine how to increase their
customer base, customer loyalty, revenue, profits, market share and survival. Although greater
profit is the primary driver, exemplary businesses focus on the customer and his/her experience
with the organization. They work to make their customers happy and see customer satisfaction as
the key to survival and profit. Customer satisfaction in turn hinges on the quality and effects of
their experiences and the goods or services they receive.
Customer Satisfaction
The definition of customer satisfaction has been widely debated as organizations increasingly
attempt to measure it. Customer satisfaction can be experienced in a variety of situations and
connected to both goods and services. It is a highly personal assessment that is greatly affected
by customer expectations. Satisfaction also is based on the customers experience of both contact
with the organization (the moment of truth as it is called in business literature) and personal
outcomes. Some researchers define a satisfied customer within the private sector as one who
receives significant added value to his/her bottom linea definition that may apply just as well
to public services. Customer satisfaction differs depending on the situation and the product or
service. A customer may be satisfied with a product or service, an experience, a purchase
decision, a salesperson, store, service provider, or an attribute or any of these. Some researchers
completely avoid satisfaction as a measurement objective because it is too fuzzy an idea to
serve as a meaningful benchmark.4 Instead, they focus on the customers entire experience with
an organization or service contact and the detailed assessment of that experience.
For example, reporting methods developed for health care patient surveys often ask
customers to rate their providers and experiences in response to detailed questions such as, How
well did your physicians keep you informed? These surveys provide actionable data that
reveal obvious steps for improvement. Customer satisfaction is a highly personal assessment that
is greatly influenced by individual expectations
Some definitions are based on the observation that customer satisfaction or dissatisfaction
results from either the confirmation or disconfirmation of individual expectations regarding a
service or product. To avoid difficulties stemming from the kaleidoscope of customer
expectations and differences, some experts urge companies to concentrate on a goal thats more
closely linked to customer equity. Instead of asking whether customers are satisfied, they
encourage companies to determine how customers hold them accountable Customer satisfaction,
a business term, is a measure of how products and services supplied by a company meet or
surpass customer expectation. It is seen as a key performance indicator within business
Customer satisfaction depends on the products performance relative to a buyers
expectation, the customer is dissatisfied. If preference matches expectations, the customer is
satisfied. If preference is exceeds expectation, the customer is highly satisfied or delighted
outstanding marketing insurance companies go out of their way to keep their customer satisfied.
Satisfied customers make repeat purchases insurance products and tell other about their good
experiences with the product. The key is to match customer expectations with company
performance. Smart insurance companys aim to delight customers by promising only what they
can deliver, then delivering more than the promise. Consumers usually face a broad array of
products and services that might satisfy a given need. How do they choose among these many
marketing makers offers? Consumers make choices based on their perception of the value and
satisfaction that various products and services deliver.
Customer value is the difference between the values the customer gains from owning and
using a product and the costs of obtaining the products customers from expectations about the
value of various marketing offers and buy accordingly. How do buyers from their expectations?
Customer expectations are based on past buying experiences, the opinion of friends and marketer
and competitor information and promises.
 Customer satisfaction with a purchase depends on how well the products performance lives
up to the customers expectations. Customer satisfaction is a key influence on future buying
behaviour. Satisfied customers buy again and tell others about their good experiences dies-
satisfied customers of ten switches to competitors and disparage the products to others. An
insurance provider open only to active duty, retired and separated military members and their
immediate families and therefore not included in the rankings, achieved a satisfaction ranking
equal to that any insurance company.
In general, customer satisfaction with auto insurance providers decreased significantly, with
20 of the 21 companies surveyed decreasing in satisfaction from the previous year. Insurance is
the only carrier that did not experience a decline in satisfaction. Though consumers report their
insurance carriers are resolving their claims and problems faster. Businesses survive because
they have customers who are willing to buy their products or services. However, many
businesses fails to check in with their customers to determine whether they are happy or not
and what it will make to make or keep them happy.
According to U.S consumers affairs department, it costs five times more to gain a new
customer than to retain an existing one. Other studies have repeated that with just a five percent
increase in Customer retentions a firm can raise its profitability customers spend salary at first,
but with succeeding years of good experience, they will spend increasingly more.
Depending on the industry and the nature of the bad experience, dissatisfied customers
will complain to 10 to 20 friends and acquaintances, which is three times more than those with
good experiences are. Hence, the negative information is influential, and consumers generally
place significant weight on it when making a decision. If that is not the reason enough, fierce
competitor is needed more and more to differentiate firms from one another. With technology
available to virtually every one today, the traditional features and cost advantages are no longer
relevant. Still product and service quality provides an enormous opportunity to distinguish a firm
from the rest. The Japanese have recognized this and have though us to expect quality. Todays
consumers do, and they know more about products and services than they ever did.
Customers are the best source of information. Whether to improve an existing product or
service or whether firms are planning to launch something new. There is no substitution for
getting it from horses mouth When you talk to your customer directly, to increase your odds
for achieving success you mistake-proof your decisions and work on what really matters.
When you routinely ask the customers for feedback and involve them in business they, in turn,
become committed to the success of your business.
Customer Satisfaction Measurement: -
A basic and effective base line customer satisfaction survey program should focus on
measuring customer perceptions of how will the company delivers on the critical success factors
and dimensions of the business as defined by the customers:
For example:
Service Promptness
Courtesy of Staff
Responsiveness
Understanding the customer problem, etc.
The findings of the company performance should be analyzed both with all customers
and by key segments of the customer population. The essential starting point for Customer
Satisfaction Measurement (CMS) is exploratory research. Since satisfaction is about an
organizations ability. To meet customer requirement one has to start by clarifying with
customers exactly what those requirements are. This is done through exploratory research using
focus groups or one to one depth interviews.
Two main factors determine the accuracy of CMS. The first is the asking the right
question and the second is the asking them to the right people sample of customers which
accurately reflects the customer base.
Three things decide the accuracy of a sample. They are:
It must be representative.
It must be randomly selected.
It must be adequate enough.
Measuring customer satisfaction
Organizations need to retain existing customers while targeting non-customers. Measuring
customer satisfaction provides an indication of how successful the organization is at providing
products and/or services to the marketplace.
Customer satisfaction is an abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables which correlate
with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also
vary depending on other factors the customer, such as other products against which the customer
can compare the organization's products.
Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988
delivered SERVQUAL which provides the basis for the measurement of customer satisfaction
with a service by using the gap between the customer's expectation of performance and their
perceived experience of performance. This provides the researcher with a satisfaction "gap"
which is semi-quantitative in nature. Cronin and Taylor extended the disconfirmation theory by
combining the "gap" described by Parasuraman, Zenithal and Berry as two different measures
(perception and expectation) into a single measurement of performance relative to expectation.
The usual measures of customer satisfaction involve a survey with a set of statements using a
Linker Technique or scale. The customer is asked to evaluate each statement in terms of their
perception and expectation of performance of the service being measured.
Methodologies
American Customer Satisfaction Index (ACSI) is a scientific standard of customer
satisfaction. Academic research has shown that the national ACSI score is a strong predictor of
Gross Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption
Expenditure (PCE) growth. On the microeconomic level, research has shown that ACSI data
predicts stock market performance, both for market indices and for individually traded
companies. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth
recommendations, and purchase behaviour. The ACSI measures customer satisfaction annually
for more than 200 companies in 43 industries and 10 economic sectors.
In addition to quarterly reports, the ACSI methodology can be applied to private sector
companies and government agencies in order to improve loyalty and purchase intent. Two
companies have been licensed to apply the methodology of the ACSI for both the private and
public sector: CFI Group, Inc. applies the methodology of the ACSI offline, and Foresee Results
applies the ACSI to websites and other online initiatives. ASCI scores have also been calculated
by independent researchers, for example, for the mobile phones sector, higher education, and
electronic mail.
The Kano model is a theory of product development and customer satisfaction developed in
the 1980s by Professor Noriaki Kano that classifies customer preferences into five categories:
Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some
insight into the product attributes which are perceived to be important to customers. Kano also
produced a methodology for mapping consumer responses to questionnaires onto his model.
SERVQUAL or RATER is a service-quality framework that has been incorporated into customer-
satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction Barometer) to indicate
the gap between customer expectations and experience.
J.D. Power and Associates provides another measure of customer satisfaction, known for its
top-box approach and automotive industry rankings. J.D. Power and Associates' marketing
research consists primarily of consumer surveys and is publicly known for the value of its
product awards.
Other research and consulting firms have customer satisfaction solutions as well. These
include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the Stages of
Excellence framework and which helps define a companys status against eight critically
identified dimensions. For Business to Business (B2B) surveys there is the Info Quest box. This
has been used internationally since 1989 on more than 110,000 surveys (Nov '09) with an
average response rate of 72.74%. The box is targeted at "the most important" customers and
avoids the need for a blanket survey.
Improving Customer Satisfaction
Published standards exist to help organizations develop their current levels of customer
satisfaction. The International Customer Service Institute (TICSI) has released The International
Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on
delivering excellence in the management of customer service, whilst at the same time providing
recognition of success through a 3rd Party registration scheme. TICSS focuses an organizations
attention on delivering increased customer satisfaction by helping the organization through a
Service Quality Model. TICSS Service Quality Model uses the 5 P's - Policy, Processes People,
Premises, Product/Services, as well as performance measurement. The implementation of a
customer service standard should lead to higher levels of customer satisfaction, which in turn
influences customer retention and customer loyalty.
Customer Satisfaction Surveys:
Surveys and questionnaires are the most common marketing research methods. Typically, they
are used to:
 Assess the level of customer satisfaction with a particular product, service or experience
Identify factors that contribute to customer satisfaction and dissatisfaction;
Determine the current status or situation of a product or service;
Compare and rank providers;
Estimate the distribution of characteristics in a potential customer population; or
Help establish customer service standards.
Benefits and Challenges:
Surveys allow an organization to quickly capture vital information with relatively little
expense and effort. A primary advantage of this method is its directness: the purpose is clear and
the responses straightforward. Additionally, the information gathered by surveys can easily be
analyzed and used to identify trends over time. The public views consumer product polls and
pollsters in a generally positive manner compared to political and other polls. One study found
that at least sixty percent of the public feels that market research about products and services has
a positive impact on society. Seventy percent consider the people who conduct such surveys to
have positive impacts on society.
A major disadvantage of customer surveys is that the responses may be influenced by the
measurement itself through various forms of bias. For example, most surveys are voluntary, and
some researchers have found differences between survey respondents and non-respondents.
People who respond to surveys answer questions differently than those who do not respond, and
late responders answer differently than early responders.
REVIEW OF LITERATURE
A. Singh and Patel (2016) studied the effect of socio-economic parameters on the
consumption pattern of milk and milk products. A survey of 100 rural and 60 urban households
in Munzffanagar district of Western Uttarpradesh showed that adult males generally accounted
for the largest share in the consumption of milk products than on liquid milk. Consumption of
milk and milk products was higher in households with agricultural occupations, keeping dairy
animals. It was also highest in rainy season and lowest in summer.
Satya Prakash Singh and Raghbir Singh (2011) investigated the relationship between
income and consumption of milk products in Chandigarh area. It was found that the average
monthly consumption increased with income for all milk products. Milk products produced by
all the sectors organised, unorganised and home made showed a dominance of the organised
sector in all income groups.
Swamalatha Arya and Kuber Ram (2012) in their survey on factors affecting
consumption pattern of milk and milk products in rural and urban areas of the Kamal district of
Haryana state with the sample of 240 households (140 from urban and 100 from rural) post
stratified the sample households into occupational groups, per capita expenditure class, type
of consumers and vegetarian and non-vegetarian groups. The log-linear multiple regression
analysis was employed to measure the contribution of various factors affecting expenditure on
milk and milk products. The major findings of the study revealed that the average per capita total
expenditure was almost double in the urban areas as compared to rural areas. In urban areas, the
per capita expenditure was highest in the business class followed by farmer and service class. Per
capita total expenditure was highest in case of non-commercial milk producer households both in
urban as well as rural areas followed by commercial milk producer and per capita total
expenditure was lowest for non-producer consumer households. The average total monthly
expenditure on milk and milk products was of higher order in non-vegetarian groups as
compared to vegetarian groups both in rural and urban areas. The food habits of the consumers
did not have expenditure, family size, education status of the family members and food habit of
the households largely influence per capita expenditure on milk and milk products.
Vijay Paul Sharma and Rajvir Singh (2010) analysed the consumption pattern of milk in
the rural areas of Himachal Pradesh. Average milk consumption per capita per day increased
both in the project area and the non-project area on different categories of households. However
the proportion of milk consumed decreased and that of marketable surplus increased with an
increase in milk production. In the project area, out of total consumption, about 58 per cent was
consumed in the form of liquid milk and 42 per cent in the form of milk products like ghee and
curd
Sharma and Ram (2011) in their study aimed to examine the seasonal variations in
consumption pattern of weaker section of households with special reference to milk and the milk
products in Sharanpur district with the objectives namely, to study the consumption pattern of
weaker section households with special reference to milk and milk products in different seasons ;
to estimate inequalities in the distribution of consumer expenditure in different seasons and to
estimate expenditure and income elasticity of consumer items in different seasons. A random
sample of 195 households were drawn from each category of weaker section households namely,
landless labourers, marginal farmers and small farmers according to probability proportion to
size criterion. Inequalities in distribution of consumption expenditure, expenditure and income
elasticities in various seasons were estimated from Gini concentration ratio and Engel functions.
Expenditure elasticities in different seasons were in the order summer > rainy > winter for ghee
and summer > winter > rainy for milk and milk products. Expenditure elasticities tended to be
greater for milk and milk products, pure ghee and non-food items than for total food items.
Goswami7 (2014) examined the consumption pattern of milk and milk products of five
distinct income groups in Shillong town of Meghalaya state with a sample of 200 households
drawn from 20 wards. It was observed that with the increase in income, the expenditure on milk
and milk products had also increased. Among the various milk items, per capita expenditure was
maximum on fluid milk for all the income groups. Linear, semi-log and log-linear forms of
Engel function were found to be best fit for explaining the consumer behaviour of various
income groups with respect to milk and milk products consumption. It was found that a wide
variation was discernible in the consumption pattern of milk and milk products across different
income groups. In general, income group above rupees 4000 turned out to be dominant income
groups in respect of average per unit expenditure on various milk items, while income group
below rupees 1000 reported least expenditure on these items. The demand for various milk items
was observed to be expenditure elastic for all the income groups. All respondents adjudged
butter and ghee and other milk products as luxury items.
Singh and Singh (2014) in their study on the pattern of milk consumption in urban and
rural areas of Ludhiana district in Punjab, found that the direct consumption of milk was more in
rural than in urban areas. The percentage share of domestic consumption was higher in summer
season as compared to winter season both in urban and rural areas.
Patel et al. (2014) based on the cross sectional data of 352 households studied the
occupation wise consumption pattern of milk and milk products in Kamal city. The Engel
equation of double log form was fitted for estimating the expenditure elasticities. The
concentration curve technique was used to study the inequalities in the consumption of milk and
milk products for different occupational groups.
They observed that the growth in demand for milk increased rapidly as per capita income
increased. The expenditure elasticities were higher for service families as compared to the
business families and there were greater inequalities in the milk consumption for service families
as opposed to business families.
Daisy Rani (2015) examined the consumption pattern for the selected livestock products
(milk, meat and eggs) among different income groups in Chennai city by selecting random
sample of 300 households from 12 divisions of Chennai city. It was observed that the quantity of
milk utilised per consumption unit per day increased as income increased. The awareness of the
consumers about various milk products like standardised milk, toned milk and double toned
milk, yoghurt and skim milk powder increased as the income increased. The preference of the
households was more for toned milk in all income groups. Semi log functional analysis revealed
that family size, monthly income and educational level of the head of the households
significantly influenced the milk consumption. The vegetaridn habit also significantly influenced
the milk consumption levels.
Borah and Saikia (2016) studied the consumer's preference to milk and milk products in
Greater Guwahati. The study revealed that the private sector served as the biggest supplier of
milk. A minimum percentage of consumers never purchased milk for consumption. Preference
for morning milk was higher than that for evening milk.
Prabaharan and Patel (2010) conducted a study on consumer awareness and preference
for milk in Madras city with random sample of 300 households, selected based on the probability
proportion to the number of consumers in each zone. The study aimed to analyse the awareness
of the consumers relating to dairy processing services; preference for cow and buffalo milk;
preference for fat contents among toned and standardised milk and also the preference for the
size of package of milk. The study revealed that majority of the respondents never heard about
the pasteurisation process and preference for cow milk was more than the buffalo milk.

It was due to the reason that cow milk was palatable with less fat content preventing digestible
disorders. More percentage of households was buying standardised milk.

About a percentage of households expressed their desire for toned milk with less fat content than
what was available. This type of preference was mainly expressed in relatively lower income
groups because of a feeling that reduction in fat percentage would further result in a lower price
for toned milk.
 Shanthi (2007) studied consumer preference for "Aavin" milk and its products in
Royapettah and Mylapore. It was found that good quality coupled with low price was the main
reason for consumer preference for milk and milk products. Correct weight and convenience
found the second and third place with hygiene coming last. The quantity of milk purchase
increased with the increase in the size of the family. It was also found that consumption of Aavin
milk did not increase with increase in income.

STATEMENT OF THE PROBLEM

Milk is an essential commodity and we cant choose any market segment because all
people are our target customers.
Nowadays there is neck to neck competition between different brands of milk products.
Each brand has its own advantage and is available with some difference in price, quality and FAT
content to competing brand.
As there is a high demand for pasteurized milk nowadays, but the company is facing
with the problem in customer satisfaction in krishnagiri city.
The study was made to customer satisfaction of the SAI LAKSHMI MILK and the
factors.
PURPOSE OF THE STUDY
The purpose of the study is to get practical knowledge and to get experience and also to
know the various challenges that are faced in the corporate world. The main intention of
choosing this topic is to study/ to know-
1) Customer satisfaction and their expectations towards SAI LAKSHMI MILK PRODUCT.
2) To know the reasons for decrease satisfaction level.

Scope of the study

The study was confined to the part of KRISHNAGIRI city covering various Customers
and agents, are based on the customer satisfaction through questionnaires. The total number of
sampling is 110 customers.

OBJECTIVES OF STUDY
 1. To determine the satisfaction level of Sai Lakshmi Milk Product
2. To study the customer response and expectations towards Sai Lakshmi Milk Product
3. To study the factors influencing the customer satisfaction on Sai Lakshmi Milk Product
4. To know the customer response and expectations towards Sai Lakshmi Milk Product

INDUSTRY PROFILE
MILK MANUFACTURING IN INDIA
Milk was always manufactured and consumed in bulk in India. But with the rise in disposable
incomes the demand for milk and related items are on a continuous rise. Milk is said to be among
the most important part of the diets of Indian after wheat and rice.
Milk production in India ranges from rural areas to the highly urbanized ones. In the rural areas
every farmer having one or two cows or buffaloes yields around 3 litres of milk per animal. India
is highly acclaimed for its high contribution of buffalo milk because of factors like high fat
content and a host of other nutrients.
India happens to be the highest producer of milk in the world. India contributes almost 65% of
the total world buffalo milk. With the advent of modern technology India has risen from an
insignificant amount of 200,000 liters per day (lpd) of milk in 1951, to 20 million liters per day
in 2010. The country is home to almost 400 dairy plants.
The milk market in India does not have many active brands. The one major brand that has been
dominating the diary industry in India since quite a few decades is Amul. Since Indians are very
peculiar and choosy about the milk that they consume they do not like to try out other brands.
They like sticking to trusted brands and the brand that has definitely occupied a major mind
share of the Indian population as far as milk is concerned is Amul. It can easily be called the top
milk brand in India.
The undisputed Top Milk Brand in India is Amul. Established in 1946, the company deserves
maximum credit for making India the world's largest milk and milk products producer. Evolved
over the years as the most preferable liquid milk brand in the Indian subcontinent Amul churns
out a turnover of almost Rs. 8,000 crore annually. According to industry experts the production
forecast for the next year happens to be even better with an estimate turnover of Rs. 10,000
crore. The best thing about the brand is that it has not only penetrated the urbanized areas but the
rural market as well. Amul apart from milk is the manufacturers of a host of allied products like
Ghee, butter, cheese, powder milk, flavored milk, curd, cold coffee, Lassi etc.
List of Top Milk Brands in India
Amul
Paras
Mother Dairy
Saras
Verka Sweet
Dairy activities have traditionally been integral to Indias rural economy. The country is the
worlds largest producer of dairy products and also their largest consumer. Almost its entire
produce is consumed in the domestic market and the country is neither an importer nor an
exporter, except in a marginal sense. Despite being the worlds largest producer, the dairy sector
is by and large in the primitive stage of development and modernization. Though India may
boast of one of the worlds largest cattle population, the average output of an Indian cow is
significantly lower compared to its American counterpart. Moreover, the sector is plagued with
various other impediments like shortage of fodder, its poor quality, dismal transportation
facilities and a poorly developed cold chain infrastructure. As a result, the supply side lacks in
elasticity that is expected of it.
On the demand side, the situation is buoyant. With the sustained growth of the Indian economy
and a consequent rise in the purchasing power during the last two decades, more and more
people today are able to afford milk and various other dairy products. This trend is expected to
continue with the sector experiencing a robust growth in demand in the short and medium run. If
the impediments in the way of growth and development are left unaddressed, India is likely to
face a serious supply - demand mismatch and it may gradually turn into a substantial importer of
milk and milk products.
Fortunately, the government and other stakeholders seem to be alive to the situation and efforts
to increase milk production have been intensified. Transformations in the sector are being
induced by factors like newfound interest on the part of the organized sector, new markets, easy
credit facilities, dairy friendly policies by the government, etc. Dairy farming is now evolving
from just an agrarian way of life to a professionally managed industry - the Indian dairy industry.
With these positive signals, there is hope that the sector may eventually march towards another
white revolution.
IMARC Group, one of the worlds leading research and advisory firms, has come up with its new
report entitled Dairy Industry in India 2017 Edition: Market Size, Growth, Prices,
Segments, Cooperatives, Private Dairies, Procurement and Distribution, which is the fifth
edition of our highly acclaimed publication. The study is an outcome of an intensive research of
the Indian dairy industry that draws upon a comprehensive analysis of every major dairy segment
in India. The study, which is based both on desk research and four waves of qualitative primary
research, has delved deeply into the following aspects of the Indian dairy market:

On considering the diary industry in India has developed and developing as large industry and
as per the certification of the International Dairy Industry India is the worlds largest milk
producer and large numbers of industries are engaged in routine commercial production of
pasteurized milk and milk products.
Origin of the Milk Industry:
Milk is the natures idea of food for infants and growing children in our country, except in
rare cases of lactose intolerance. The importance of milk occupies in our diet has been
 recognized since Vedic time, and all modern research has only supported and reinforced this
view. In fact, milk is now considered not only desirable but very much essential to person
from his childhood.

In early days the household have to produce their milk by maintaining their family cows or
buffalos or they should secure from their neighbors. As the urbanization develops only few
households are able to keep a cow for private use. The high production cost, problem of
sanitation etc.., restricted the practice, gradually the family cow in the city was eliminated and
cattle were sent back to the rural areas, as a result farmers began to deliver milk over routs in
the cities. This was the beginning of the fluid milk sheds which are surrounding the large
cities now a day.
As we know milk is having short span of time in normal condition after that which is not
possible to consume, in addition to this lack of suitable transportation and refrigeration
facilities were major draw backs for the milk producers of early days. Meanwhile the rapidly
increasing population caused an imbalance between the demand and supply of milk. The
production and marketing of milk has been considered as a profitable business.
To utilize the above environmental and marketing conditions, the processing and
maintenance units were established by the name of MILK DAIRIES to bridge the s imbalance
between high demand and less supply.
Thus dairying started in India, where the production of milk and its products takes place. The
process of Collecting, Chilling, Pasteurizing the milk and preventing it from the micro
bacteria and packing is called dairying. The Indian dairy industry has grown after 1960s then
the large number of modern milk plants and factories has been established. India is the
worlds largest milk producing country.
NATIONAL DAIRY DEVELOPMENT BOARD
The government of India constituted the National Dairy Development Board in the year 1965
Shri: - Lalbahadur Shastry initiated the setting up of NDDB. The board is registered under the
societys registration act and public trust at the head office is at Anand and is organization in to
9 functional divisions.
 COMPANY PROFILE
COMPANY PROFILE
SAI LAKSHMI MILK PRODUCT was incorporated on 1 st of august 1998.The founder
of the dairy is MR. K.M.Subramani. The factory is situated on the national highway (NH.7 ) to
SALEM.
The group believes that the excellence is the only bench mark; hence it has always sought
and obtained the very best technologies to ensure top class manufacturing.
MISSION OF THE COMPANY:
To improve quality & quantity of their products and services by promoting healthy
practices with economical operation at affordable price with optimization of groups wealth.
The company has own land because a land has no. of advantages, as follows.
ADVANTAGES
Easy transportation
No municipal actions
Easy to get local raw milk
Easy for the village employees and workers for doing a job etc.
The company has been providing employment opportunities to many poor people in the
highlighted village area.
The factorys per day production capacity is 60,000 liter of milk. sai Lakshmi milk
product has manpower of 55 which include skilled, semi skilled and unskilled labors and about
2 administration employees.
QUALITY:
Taking initiative.
Grasping opportunity.
Managing autonomously.
Using judgment to take calculated risk.
Highly ambitious.
Greatly achievement oriented.
Hard worker.
EXECUTIVE DIRECTOR
Functions:
 Payment of parties for purchase of raw milk.
Searching new parties for purchase of raw milk.
Payment of all management workers & employees salary &wages.
QUALITY:
Discipline.
Sincerity.
Optimistic.
Honest
Quality &quantity conscious.
HR MANAGER:
FUNCTIONS:
Labour control.
New labor selection or recruitment.
Arrangement of labor welfare.
Payment mess facility.
Maintain discipline among the workers.

ACCOUNT MANAGER
FUNCTIONS:
Maintain financial record.
Making annual report.
Sending daily or weekly report to the top management,
PRODUCTION MANAGER
FUNCTIONS:
Maintain quality of product.
Control cost of production.
Control wastage of milk.
Purchasing the right quality & quantity of milk,

SALES ASST.MANAGER
FUNCTIONS:
 Day to day supply of milk to the market.
Sending report of the sales to the top management.

INDUSTRIAL DEPARTMENTS
There are several departments of the company which are as follows.
1) PRODUCTION DEPARTMENT,
Under this department there are several sections such as
Maintenance section
Laboratory section
Packing section
Dispatch section
Thus all the above sections briefly explained with their functions as follows.
LABORATORY SECTION
It is managed by in charge CHEMISTRY LAB . Under him there are 7 chemists and
analysts.
FUNCTIONS

Testing the milk.

Checking the fat % of milk

Fat should be-

Cow milk min 3.5%

Checking the S.N.F % of milk (solid not fat)

S.N. F should be-
Cow milk min 8.0%
Checking the acidity of milk
Acidity should be-
COW milk min 0.135% max 0.148%
Checking adulteration in milk (starch, sugar, salt, urea, neutralizer, maltose, etc.,,)
 Checking hygienic quality of milk by testing methyl blue reduction test
Checking clot on boiling test for milk.
Then the report should be sent to the production manager
Thus the entire tests are required to check the milk & also purchase the right quality of
milk.
PACKING SECTION
There are 4 packing machines in which 2 supervisors& 10workers are working.
FUNCTIONS
Checking the machine
Machine maintenance.
Checking the wastage of milk and wastage of Film roll.
Taking the order from middle management.
Maintain discipline among the workers.

DISPATCH SECTIONS:
Under this section there are 6 workers in that 1 supervisor.
FUNCTIONS:
Loading the milk packs.
Checking the damage packs.
Checking the loading quantity.
Keeping the dispatch report.
Taking the order to making dispatch from the middle management.

FUNCTIONS
Cleaning the cans &trays.
Checking the quantity of can &trays
Checking the damage of cans &trays.
Sending the report of cans &trays to supervisor or middle management.

PRODUCTION PROCESS
 Production process of the company is 19 to 20
hours.
COOLING
cooling is 5c
CHEMICALS
Caustic & Nitric acid are used for cleaning and washing the machines,
Cans, trays etc.

RESEARCH & DEVELOPMENT DEPARTMENT

This is most important department of the production section. R & D helps in the
development of new varieties with respect to competition in the market. To meet the customers
huge requirements, for this the company conducts market research &survey, experimenting
&developing a suitable product.
RAW MATERIAL DEPARTMENT
Purchasing is the first element in process of material management. It is closely related to
production & marketing departments of an organization. Success of other departments of a
manufacturing undertaking largely depends on the success of its purchasing department.
It is having purchase and raw materials department.,which look after the functions of
store keeping and supplying the goods as and when required by the production department.
Purchase order is given by the store division. Purchase order is placed on the basis of the
stock report. Purchase order contains clearly the terms & conditions viz., price, quantity, time of
delivery e.t.c
The task of receiving the goods are entrusted to the raw material office at sai Lakshmi
milk product The office in receipt of goods inspects the lorry receipts, papers & compares the
details given in the invoice with the invoice with the actual goods. If goods are found according
to the description, the same will be informed to accounts department through goods receipt note.
The raw material are purchased daily. The quantity of raw milk purchased is about 60,000
liter per day.
QUALITY CONTROL DEPARTMENT
This is the most important department of the company. It is related to R & D department
without the approval of this department the goods produced cannot be dispatched. The quality,
superiority &defects of the raw milk are examined in this department. The department. is very
much responsible for the quality of the product.
Hence, it sees the milk products produced are of the best quality. Ever since the
procurement of the raw milk till the dispatch of the final product observations& examination of
the quality is done.
Quality control department finds an important place in the production process. Following
are the measures taken by quality control department in the production process.
Purchase right quality of raw milk.
Providing training to workers.
Maintain discipline among the workers such as Uniform. Head gloves, masks
&shoes e.t.c
Using clean water for the production process.

It also controls the cost of production.

Providing training to the workers.

Control the wastage.
Increase productivity.
Purchase right quality of raw milk & with affordable price.
Employ skilled workers.

HUMAN RESOURCE DEPARTMENT

Men, material, money is regarded as the three significant factors of production. Human
beings constitute the organization at all levels and are regarded as the only dynamic factor of
production. A business unit comes into existence with certain well defined objectives. The
management means an effort to co-ordinate the human resource in such a manner that
organizational objectives are achieved. It is not very difficult material resources, but without
efficient use of human resource, management can never accomplish objectives of the
undertaking.
HR Management is that part of management, which is concerned with people at work and
their interpersonal relations. It is Primarily concerned with the efficient utilization of these
resources. It is also concerned with formulation of the personnel policies with regard to
recruitment, selection, job-evaluation, merit rating, performance, appraisal, working condition
etc. The GM head the HR department in Sai lakshmi milk product under him HR manager.
Training officer, The HR department is concerned with the following functions.
Recruitment & selection
Training of new employees
Wages determination.
Labour welfare.
Transfer, promotion &demotion.
Recruitment &selection:
Recruitment is positive process of searching for prospective candidates and
stimulating them to apply for the job.
The HR department in sai Lakshmi milk product use both the internal and external
source for employees.
Basic Requirement for selection of Worker

MALE FEMALE

Appearance Healthy Healthy

Age 19 to 26 yrs 19 to 25 yrs

Height 5 to 6 ft 4.9 to 5.5 ft

40kg
Weight 65kg

Qualification 12th pass/fail 10th pass/fail

TAMIL. TAMIL,
Language
Employees
The company provides training for both skilled &unskilled workers once in a month
training also given to other staff.
Labour welfare
The statutory facility provided in this regard are.
Canteen.
Rest rooms &lunch rooms.
Health care.
Transfer, promotion &demotion

The HR department on the basis of department recommendations

performs these acts. Promotion is mainly based on the performance of the employees
& not on experience.

Training department

Sai lakshmi milk product believes that people are its biggest assets. The group
encourages its people to achieve this full potential by giving them opportunities for
continuous growth. Making every effort to stimulate &develop them by setting up a
transparent communication system.

It covers following topics:

Introduction about factory.

Introduction of management body.
Introduction about different sections of the factory.
Introduction to seniors. Etc,
Marketing & sales department
THE company is not directly involved in marketing to final consumers but the product is
sent to the depots. These distributors / depots are involved in marketing or selling the produced
milk products.
Chennai
Bangalore
Hosur
K.g.f
DISPATCH
The packing department prepares daily packing report &sent to the dispatch in
charge.
MARKET
The production depends upon market demand they produce & dispose the goods to
market. There is a fixed price for goods.
sai Lakshmi milk product has number of channels of distribution of milk product.
They are as follows:
Bangalore
Hosur
Chennai
local area

MARKETING STRATERGIES:
The company has following strategies as follows.
To increase the sales decrease the price for a particular period.(demand marketing)
Special discounts
Special offers
ADVERTISEMENT:
The company provides advertisement thru the following modes:
Banners
Boards
CONSUMER DISTRIBUTION CHANNEL:
The company has two levels distribution channel for consumer market
Manufacturing

Main dealer

Sub dealer

consumer

ADVANTAGES
Less costly.
Easy to transport.
There is no wholesaler between the manufacturer & retailers.
Easy to purchase / delivery of the product to the customers.

ORGANIZATIONAL STRUCTURE
Sai lakshmi milk product . falls in the category of line & staff organization.
STAFF ORGANIZATION:
This means providing advice & policy guideline to executives
 SAI LAKSHMI MILK PRODUCTS ORGANISATION CHART

MANAGING DIRECTOR
TEAM SPONSER

PLANT MANAGER FOOD

SAFETY LEADER

QUALITY ASSURANCE
ASST. PLANT MANAGER FOOD OFFICER FOOD SAFYT CO-
SAFETY TEAM CO-ORDINATOR ORDINATOR

MAINTANANCE MICROBIOLOGIST
HEAD
&ENGG.DEPARTME STORES HEAD DESPATCH HEAD PURCHASE LAB INCHARGE/
NT HEAD LAB CHEMIST
MAINTENANCE STORES DESPATCH PURCHASE LAB/CHEMIST MICROBIOGIST
ASSISTANT ASSISTANT ASSISTANT ASSISTANT ASSISTANT ASSISTANT

Production manager guided by the R&D department about how to produce a product,
their varieties & also market analysis & above all the control of cost of production & quality
control measures etc.
Marketing guided by the advertising, advisor & market research consultancy. Here
advertising advisor guides about how to make an advertisement in the market for better &
effective performance.
Market research consultancy guides about the market changes, market competitions,
consumer needs & wants, type of products launched, how to make a market analysis etc.

RESEARCH METHODOLOGY
 The research will be carried out in various phases that constitute an approach of
working from whole to part. It includes subsequent phases trying to go deeper into the users
psyche and develop a thorough understanding of what a user looks for while buying milk.
Tools of Data Collection
The information relevant for study was drawn from Primary data collected through survey
method, which alone was not sufficient. Hence Secondary data was collected to study
successfully.
Primary data- In order to find out customer satisfaction regarding milk, Primary Data
was collected by personally visiting the customers. With the help of a well laid
questionnaire. As well as I contacted some of the customers through telex calling by
taking the data about the customers from the customer data register of the company. I
interviewed them and discussed with the company staff as well as with the employees at
the company which helped me to prepare the research Report.
Secondary data- The Secondary Data collection involved internet search, browsing
magazines, newspapers and articles and papers related to the two wheeler industry in
India. Numerous Journals and books related to the topic were also browsed to understand
the dynamics of the industry.
STATISTICAL TOOLS USED
Percentage analysis
PERCENTAGEANALYSIS
Percentage analysis is the method to represent raw streams of data as a percentage ( a part
in 100-percent) for better understanding of correct data.
Percentage analysis = (No .of. Respondents/Total No. of .Samples)/100

CHAPTER - 3
 DATA ANALYSIS AND INTERPRETATION
Table 3.1
The Table showing Age group of the respondent
No. of
Age Percentage
respondent
30 8 7
30-40 32 29
40-50 50 45
51 & above 20 18
Total 110 100

INTERPRETATION
The above table shows that 45% 0f respondent from the age group of 40-50, 29% of
respondent are from 30-40, 18% of respondent from above 50 age group and 7% of respondents
are from 30 years of age group.
Figure 3.1
The Figure showing Age group of the respondent

Age Group of the respondent

50
45
40
35
30 Percentage
25
20
15
10
5
0
30 30-40 40-50 51 & above

Table - 3.2
The table showing Gender Classification
 No. of
Gender Percentage
respondent
Male 58 53
Female 52 47
Total 110 100

INTERPRETATION
The above table clear that 53% of respondents are in male and 47%of respondents are in
female classification.

Figure - 3.2
The figure showing Gender Classification

Gender Classification

54
52
Percentage
50
48
46
44
Male Female

Table 3.3
 The table showing Marital Status of the respondent
Marital No. of
Percentage
Status respondent
Married 76 69
Unmarried 34 31
Total 110 100

INTERPRETATION
The above table describe that 69% of the respondents are married and 31% od the
respondents are unmarried.

Figure 3.3
The figure showing Marital Status of the respondent

Marital Status

70
60
50 Percentage
40
30
20
10
0
Married Unmarried

Table 3.4
Table showing the Educational Qualifications
No. of
Qualification Percentage
respondent
School Level 18 16
 Graduate 53 48
Professional Course 28 25
Others 11 10
Total 110 100

INTERPRETATION
The table shows that 48% of the respondents are completed their graduation, 25% of
them are completed professional courses, 16% of them are completed schooling and 11% of the
respondents are others.
Figure 3.4
Figure showing the Educational Qualifications

Educational Qualification
60
50
40
30
20
10 Percentage
0
el rs
ev te se he
ol
L
dua ur O t
a o
c ho Gr l C
S na
is o
es
of
Pr

Table 3.5
The table showing Occupational Divisions of the respondent
No. of
Occupation Percentage
respondent
Self employee 37 34
Govt. employee 42 38
Private employee 24 22
 Professional 7 6
Total 110 100

INTERPRETATION
The above table cleared that 38% of the respondents are government employees, 34% of
them are self employed, 22% of them are private employees and 6% of the respondents are
professionals.
Figure 3.5
The Figure showing Occupational Divisions of the respondent

Occupational Divisions

Professional; 6.36%

Self employee ; 33.64%

Private employee ; 21.82%

Govt employee ; 38.18%

Table 3.6
The table showing Types of Products
No. of
Type of product Percentage
respondent
Standardized Milk 42 38
Toned milk 35 32
Butter Milk 26 24
Gova 7 6
 Total 110 100

INTERPRETATION
The above tables showing that 38% of the products are standardized milk, 32% of the
products are toned milk, 24% butter milk and 7% are Gova product.
Figure 3.6
The Figure showing Types of Products

Types of Products
Percentage
Standardized Milk; 38

Toned milk ; 32

Butter Milk; 24

Gova; 6

Standardized Milk
Toned milk
Butter Milk
Gova

Table 3.7
Table showing Period of Using AAHHAA Products
No. of
Period of Using Percentage
respondent
Below 1 year 23 21
1year-3years 49 45
3years-6years 35 32
More than 6 years 3 3
Total 110 100
INTERPRETATION
Above table showing that 45% of the respondents are using AAHHAA products 1-3
years, 32% 3-6 years, 21% below 1 year and 3% more than 6 years.

Figure - 3.7
Figure showing Period of Using AAHHAA Products

Period of Using AAHHAA Products

45
40
35
30
25
20 Percentage
15
10
5
0
s
ar rs rs ar
ye ea ea ye
1 y y 6
lo
w r-3 s-
6 an
Be yea ear e th
1 3y or
M

Table 3.8
Table showing Quantity of consumption per day
Quantity
No. of
consumption Percentage
respondent
per day
500ml 21 19
1litre 47 43
2litres 32 29
Above 2litres 10 9
Total 110 100

INTERPRETATION
 The table showing that 43% of the respondents are consuming 1 litre per day, 29% 2
litres, 19% 500 ml and 9% of them are consuming 2 litres per day.

Figure 3.8
Figure showing Quantity of consumption per day

Quantity consumption
per day

Above 2litres; 9.09%

500ml ; 19.09%

2litres ; 29.09%

1litre ; 42.73%

Table 3.9
Table showing Reason for Using AAHHAA product
No. of
Reason for using Percentage
respondent
Price 16 15
Quality 59 54
Availability 22 20
Brand name 13 12
Total 110 100

INTERPRETATION
The above table describe that 54% of the respondents are using the product for the reason
of its quality, 20% for Availability, 15% for price, and 12% for brand name.
 Figure 3.9
Figure showing Reason for Using AAHHAA product

Reason for Using AAHHAA Product

60

50

40
Percentage
30

20

10

0
Price Quality Availability Brand name

Table 3.10
Table showing Acceptance of the Price
Acceptance of No. of
Percentage
the Price respondent
Yes 76 69
No 22 20
No Idea 12 11
Total 110 100

INTERPRETATION
The table shows that 69% of the respondents are accepting price of the product and 20%
not accepting and 11% having no idea.

Figure 3.10
Figure showing Acceptance of the Price
 Acceptance of the Price
80
70
60
50
Percentage

40
30
20
10
0
Yes No No Idea

Table 3.11
Table showing Quality of the Product
No. of
Product quality Percentage
respondent
Thick 75 68
Thin 24 22
Neutral 11 10
Total 110 100

INTERPRETATION
The above table cleared that 68% of the respondents feel that product quality is thick,
22% thin and 10% feel its neutral.
Figure 3.11
Figure showing Quality of the Product
 Quality of the Product

70
60
50
Percentage

40
30
20
10
0
Thick Thin Neutral

Table 3.12
Table showing Willingness to prefer to other persons
Prefer to the other No. of
Percentage
persons respondent
Yes 74 67
No 20 18
No Idea 16 15
Total 110 100

INTERPRETATION
The table shows that 67% of the respondents willing to prefer the product to others, 18%
are not willing and 15% are having no idea about preference.

Figure 3.12
Figure showing Willingness to prefer to other persons
 Prefer to the other persons
80
70
60
50 Percentage
40
30
20
10
0
Yes No No Idea

Table 3.13
Table showing Distribution Method
No. of
Distribution Percentage
respondent
Door delivery 56 51
Milk booth 33 30
Retail shop 21 19
Total 110 100

INTERPRETATION
The table showing that 51% of the respondent getting door delivery, 30% getting in milk
booth and 19% getting in retail shop.
Table 3.13
Table showing Distribution Method
 Distribution

60

50

40 Percentage

30

20

10

0
Door delivery Milk booth Retail shop

Table 3.14
Table showing Recommendation to the other people
No. of
Recommendation Percentage
respondent
Yes 74 67
No 36 33
Total 110 100

INTERPRETATION
The above table showing that 67% of the respondents are willing to recommend the
product to others, 33% of them are not willing to recommend.

Figure 3.14
Figure showing Recommendation to the other people
 Recommendation

70
60
50 Percentage
40
30
20
10
0
Yes No

Table 3.15
Table showing Healthy Brand
No. of
Healthy Brand Percentage
respondent
Yes 78 71
No 22 20
No Idea 10 9
Total 110 100

INTERPRETATION
The table shows that 71% of the respondents accepting the product is healthy, 20% are
not accepting and 9% are not having idea.
Figure 3.15
Figure showing Healthy Brand
 Healthy Brand

80
70
60
50 Percentage

40
30
20
10
0
Yes No No Idea

Table 3.16
Table showing Knowing about the product
Knowing about No. of
Percentage
product respondent
Through
56 51
advertisement
Media 42 38
Through friends 11 10
Others 1 1
Total 110 100

INTERPRETATION
The above table showing that 51% of the respondents knowing about the product through
advertisements, 38% from medias, 10% of them are through friends and 1% from others sources.
Figure 3.16
Figure showing Knowing about the product
 Knowing about the Product

Through friends ; 10.00% Others; 0.91%

Through advertisement ; 50.91%

Media ; 38.18%

Table 3.17
Table showing Opinion to Continue in the same brand
Continuing the same No. of
Percentage
brand respondent
Yes 78 71
No 32 29
Total 110 100

INTERPRETATION
The above table shows that 78% of the respondents accepting to continue to the same
brand and 29% of them are not going to continue to the same brand.

Figure 3.17
Figure showing Opinion to Continue in the same brand
 Continuing the same brand
80
70
60
50
Percentage

40
30
20
10
0
Yes No

Table 3.18
Table showing Ranking Factors of brand
No. of
Ranking Factors Percentage
respondent
Price 18 16
Availability 22 20
Quality 54 49
Brand name 16 15
Total 110 100

INTERPRETATION
The table showing 49% of the respondent ranking the quality is in first order, 20% of
them are ranking availability, 16% of them are price and 15% of them ranking first brand name.
Figure 3.18
Figure showing Ranking Factors of brand
 Ranking Factors
50
45
40
35
30 Percentage
25
20
15
10
5
0
Price Availability Quality Brand name

Table 3.19
Table showing Overall Satisfaction on Product
No. of
Overall Satisfaction Percentage
respondent
Highly Satisfied 53 48
Satisfied 42 38
Dissatisfied 10 9
Highly Dissatisfied 5 5
Total 110 100

INTERPRETATION
The above table shows that 48% of the respondents are highly satisfied, 38% are
satisfied, 9% are dissatisfied and 5% are highly dissatisfied.

Figure 3.19
Figure showing Overall Satisfaction on Product
 Overall Satisfaction

Highly Dissatisfied; 4.55%

Dissatisfied; 9.09%
Highly Satisfied ; 48.18%

Satisfied; 38.18%

FINDINGS
1. 45% of the respondents are in the age group of 40-50.
2. Majority of the respondents are male.
3. 69% of the respondents are married.
4. Majority of the respondents are completed their graduation.
5. Majority of the respondents are government employees.
6. 38% of the respondents buying standardized milk.
7. 45% of the respondents are using AAHHAA products more than 3 years.
8. 43% of the respondents are buying 1 litre milk per day for their family consumption.
9. Majority of the respondent opinion to buy the product is quality and availability.
10. 69% of the respondents are accepting the price of the AAHHAA milk product.
11. 68% of the respondents feeling good on the thickness of the AAHHAA milk.
12. 67% of the respondents are willing to prefer the product to their friends and peers.
13. Majority of the respondents acquiring door delivery to get the milk for their daily usage.
14. 71% of the respondents accepting the AAHHAA milk products are healthy products.
 15. 51% of the respondents knowing about the product through advertisement.
16. 78% of the respondents are given their opinion to continue buying the same brand of the
product.
17. 48% of the respondents are highly satisfied with the AAHHAA milk product.
SUGGESTIONS
1. Based on the findings it found that only 45% of the respondents only buying the
AAHHAA milk product more than 3 years. So the companys need to concentrate on this.
2. Some of the respondents feel that quality and availability is not good. So the company
should focus on that.
3. Nearly 30% of the respondents are not accepting the price level of the milk product, price
level should be modified.
4. Still the customers approach the milk booth and retailing to buy the product, so need to
increase door delivery system.
5. The company should focus on the overall satisfaction of the customers.

CONCLUSION
The study focused on the customer satisfaction of the AAHHAA milk product,
Krishnagiri district. Based on the research it concluded that in most of the concern the AAHHAA
milk product doing good to the customers. Most of the respondents are satisfied with the quality,
price, availability and distribution methods. Only in few areas the company needs to concentrate
to satisfy the customers in future. Reference and recommendations are good from the customer
side. Finally the research concludes that mostly the AAHHAA milk product doing business well
and making customers to satisfy in using milk products.

BIBLIOGRAPHY

Books Referred

Marketing Management, 13th edition - Philip Kotler

 Survey Research Methods - Charles Babbie

Websites Referred

www.google.com

www.milkfield.com

www.wikipedia.org

APPANDIX

QUESTIONNAIRE

I.PERSONAL BACKGROUND

1. Age:

Below- 30 30-40 40-50 50&above

2. Gender:

Male Female

3. Marital status:

Married Unmarried
4. Qualification :

School Level Graduate Professional Course Others

5. Occupation:

Self employee Govt employee Private employee Professional

6. Type of product of Aahhaa being used:

Standardized Milk Toned milk Butter Milk Gova

7. How long do you using Aahhaa product:

Below 1 year 1year-3years 3years-6years More than 6 years

8. Quantity consumption per day:

500ml 1litre 2litres Above 2litres

9. Reason for using this brand:

Price Quality Availability Brand name

10. Does the price of the brand is affordable?

Yes No No idea

11. Product quality of Aahhaa milk:

Thick Thin Neutral

12. Do you prefer any brand other than Aahhaamilk:

Yes No No idea

13. Distribution of the Aahhaa milk:

Door delivery Milk booth Retail shop

14. Do you recommend Aahhaa brand to other people?

Yes No

15. Does the brand is healthy?

Yes No No idea

16. How did you come to about AahhaaProducts :

Through advertisement Media Through friends Others

17. Will you continue the brand in future?

Yes No No idea

18. Rank the following factors to favor the Aahhaa milk:

Price Availability Quality Brand name

19. Overall satisfaction of the brand:

Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied